Category

Featured

Lightbox Loves: A fairer value exchange in online advertising?

By | Featured, Lightbox Loves | No Comments

Consumers are becoming aware of how valuable their personal data is to advertisers. While many are open to a fair data exchange, this does not mean that they are altogether resistant to sharing their information. However, with around 43% of 18-24-year-olds using adblockers in the UK, it’s clear that brands need to find new ways to improve the online advertising experience to regain this audience’s attention.

Two brands that appear to understand this value exchange are Brave and Pick My Postcode!

Brave is a privacy-centred browser that is looking to transform the relationship between advertisers and consumers. Their adverting platform, Brave Ads, is an opt-in system that is designed to reward consumers for their attention; they claim that ads viewed through their platform have a click-through rate of 14%, compared to the industry average of 2%.

So, how does it work? When a user actives Brave Ads, Brave looks at their browsing history to privately match them to an appropriate advert. Brave then pays the user 70% of their revenue ad share in the form of a Basic Attention Token (BAT). The BAT token is a cryptocurrency that can be exchanged between advertisers, publishers and consumers. Consumers can use the BAT that they’ve earned to anonymously donate to their favourite publishers –YouTube, Twitter, or website content creators.

Pick My Postcode! is another brand that is offering consumers ads in exchange for the chance to win daily cash prizes. They’ve also gone one step further, allowing brands to survey their community for the same tangible rewards. Could these be the alternative experience consumers have been waiting for?

However, there are some questions surrounding their effectiveness. How can these sites be sure that users are actually paying attention to the ads, and not using their platform to just receive rewards? Will this be enough of an economic incentive to encourage more users to the platform?

Regardless of whether you’re impressed by these innovations or not, through rewarding consumers for their attention, respecting their privacy and only showing them relevant adverts, there is the potential to radically improve the relationship between consumers, publishers, and advertisers.

Data as Currency, Foresight Factory, October 2018

Online advertising in the UK, DCMS, January 2019

Brave.com

Brave Browser wants to pay you to view ads but there’s a catch, PC Mag, January 2019

Picture Johan Viirok – Hacking

 

 

Lightbox Loves: Pride & Patriotism

By | Featured, Lightbox Loves | No Comments

In today’s culture, patriotism is waning. In particular, young people aged 18-24 are far less likely than their 60+ counterparts to feel very patriotic. In this particularly divided Brexit Britain, there has been much debate on what it means to be British, and according to YouGov data, a fifth of Brits claim that they would be ashamed of their national pride if it were to be aired in public.  So, while British pride is on the decline, how, when and why should brands capitalise on peak moments of nationalism?

The Football World Cup in 2018, and the London Olympics have been the most expressed occasions where Brits feel comfortable expressing their patriotic side, particularly with England’s advance to the quarter finals last year. This past weekend marked England making it to the Rugby World Cup finals, a feat last achieved in 2007 after defeating New Zealand in the semi finals, so hopes were high for England fans.

Many brands advertised around the love of the game, such as Land Rover’s ‘It’s what makes rugby, rugby’ ad, and Guinness’s ‘Liberty Fields’ ad championing Japanese women’s rugby as pioneers. These ads have heroed the game itself, whereas O2, the primary sponsors of the England Rugby team, have consistently framed their advertising around the iconic #WearTheRose campaign, this year encouraging the nation to support the team by ‘being their armour’ and wearing what the CMO of O2 has called “the symbol that represents the very heart of England”.

In an effort to appeal to the masses, it appears as though more brands have placed focus on the sport itself versus the emotions towards the sport and the sense of pride in one’s nation. Studies have found that when consumers have heightened levels of patriotism this positively influences their attitude towards patriotic advertising and towards the brand in question, particularly in the context of international sporting events. And so, sport sponsorships might be a great way of getting mass reach, but they are also a highly effective platform in connecting to consumers over love for their country, particularly for brands where ‘Britishness’ is at their core. With the next Olympics & Paralympics coming up in 2020, how can British brands get involved?

https://yougov.co.uk/topics/politics/articles-reports/2015/07/14/decline-british-patriotism

https://www.independent.co.uk/news/uk/home-news/patriotism-uk-national-pride-ridicule-abuse-racism-xenophobia-prejudice-a8312786.html

https://www.thedrum.com/news/2019/09/18/o2-calls-upon-england-fans-be-its-samurai-armour-ahead-rugby-world-cup

https://www.questia.com/library/journal/1G1-344154942/consumer-patriotism-and-response-to-patriotic-advertising

Lightbox Loves: Black History Month. Silently celebrated?

By | Featured, Lightbox Loves | No Comments

In the UK, October marks Black History Month, where we remember and champion Black British excellence and the trials and tribulations that were overcome across the years. Brands and media channels celebrated Black Brits’ contributions through a variety of different initiatives, but are you able to name any of these?

This year we have seen brands go above and beyond when celebrating diversity. From Pride to International Women’s Day, an array of brands not only push out empowering campaigns, but the likes of YouTube and Pret will also go as far as to change the colours of their logo. However, for Black History Month, these types of statements are few and far between and this begs the question of whether this is an untapped space for brands to own.

I am sure we can all think of examples of when brands who have tried to support diversity were met with an uproar across social media channels. Despite this, there are numerous brands whose authenticity has avoided question when making impactful campaigns. Nike are well known for championing equality and this year for Black History Month they did not disappoint. They released a jersey for England’s senior men’s football team which was sported by the likes of Raheem Starling. The jersey was then released for members of the public to purchase online and in stores, alongside a photo exhibition, in Nike Town.

Apple Music and Spotify have also tapped into Black History Month, as both streaming platforms created playlists dedicated to Black musicians. Apple created “superroom” which was dedicated to black British artists across all music genres. Spotify’s ‘Black History is now’, celebrated black kings and queens of the past and those making new waves within the music industry, through a series of playlists. The streaming platform has also created a list of black-owned podcasts with the tagline, “black voices you must hear”.

At a time where consumers are supporting brands who vocalise and celebrate diversity and equality, Black History Month is another great opportunity for brands to show they too champion a diverse workforce and consumer base and celebrate their contributions. With few brands really dominating this space, is there an opportunity to authentically champion black British excellence? We believe so.

 

https://www.highsnobiety.com/p/nike-black-history-month-uk-jersey/

https://www.campaignlive.co.uk/article/brands-agencies-celebrate-black-history-month-2019/1661425

Lightbox Loves: A Reason to Celebrate

By | Featured, Lightbox Loves | No Comments

We have become a nation of celebration. As Hallowe’en related paraphernalia appeared across social feeds, TV ads, supermarket shelves and popular culture as early as August, it would appear that Brits (or at least brands) are looking to elongate the festivities as much as possible.

A phenomenon long attributed to the Christmas period, apparently now no holiday is safe. We asked 500 Brits via our Lightbox Pulse platform their thoughts, and 57% said they felt that holidays start too early, and 27% claiming they last too long. On the whole, this sentiment was strongest amongst 35-64s, which perhaps interplays with the likelihood of having bigger families of children and grandchildren to buy for.

This elongation of celebration is a trend which runs hand in hand with the increasing desire to make a fuss of ever more granular life events. 60% of Brits said that we find more reasons to celebrate these days, with only a miserly 19% disagreeing. Women are the most likely be in touch with this – perhaps because they’re often lumbered with (or secretly revel in) the job of buying the accompanying cards, presents and decorations? This is of course why retailers and brands are happy to encourage us to celebrate more. Everything from alcohol to baked goods gets a boost when we party, and comms are given a renewed focus and some new news to push out.

So, what exactly do Brits feel is worth celebrating? We asked our panel, and whilst the usual offenders (engagement parties, christenings and university graduation) all came out strongly, 1 in 10 said a divorce was worthy of a party, and 8% are on board the Gender Reveal bandwagon.

It doesn’t seem like a high proportion, but if you look at the search trends for Gender Reveal parties over the past 5 years you start to get a glimpse of the momentum behind the movement.

Ultimately, a celebration sits in the Cambridge Dictionary as “a special social event, such as a party, when you celebrate something.” Are we losing the notion of ‘special’ when the parties start to dominate our diaries? There are 14.5m posts on Instagram under #celebrate, and a staggering 160m under #party. It would seem you can have a party without a celebration, but you can’t celebrate these days without a party.

Lightbox Loves: the saviour of the high street?

By | Featured, Lightbox Loves | No Comments

Pop-up shops are having a moment. From M&S’s September menswear outlet “Mike and Tom”, to Banksy’s permanently closed ‘Gross Domestic Product’ store, these shops have quite literally popped up all over the UK this summer, and they show no sign of disappearing as we approach the gifting season. Could short-term stores be the long-term saviour of the high street?

PwC reported that an average of sixteen high street stores closed a day at the start of the year as people shop online more. However, these temporary shops have become a fixture of the evolving retail ecosystem. Both offline and online brands are utilising them to provide engaging ways of shopping that they wouldn’t be able to offer otherwise. As a result, the pop-up industry in the UK is now worth over £2.3bn.

Whilst online provides convenience, these brick and mortar stores offer something more: an experience. Compared with traditional stores, the temporary nature of the ‘pop-up’ approach means there’s no room for a ‘slow-burn’ in this space – brands have a limited time frame within which to attract and convert consumers. Additionally, pop-ups not only allow brands to test out products and gather insights on their consumers, but they offer quirky interactive spaces in which businesses can generate organic social media buzz.

Somewhat counter-intuitively, it is frequently online brands moving offline; both Facebook and Amazon have set up pop-ups, proving the value of a physical store. This summer, fashion retailer Zalando also opened a virtual pop-up store in Madrid, which featured no actual clothes but allowed customers to try on outfits using projection technology, whilst marketplace app Depop launched a physical space in London’s Selfridges. Pop-up shop partnerships can clearly be used to drive a younger audience through the doors of more established stores.

Now that summer is over, Christmas is just around the corner! With festive markets a kind of forerunner to the phenomenon, pop-ups during this period are nothing new. However as the high street competes with online competitors for consumers’ business, pop-up shops offer the perfect way for retailers to think creatively. John Lewis for instance have recently opened a number of in-shop pop-ups with a gifting focus, including a KitKat Chocolatory and Quality Street Pick ‘n Mix bar.

We can expect to see many more pop-ups spring up over the next few months, as retailers endeavour to appeal to consumers searching for exclusive personalised gifts. Beyond revenue, when done right, these shops create social value in the form of online engagement as consumers seek to gain a ‘grammable experience!

 

https://ee.co.uk/content/dam/everything-everywhere/documents/Pop-Up%20Economy%202015.pdf[https://www.pwc.co.uk/press-room/press-releases/store-closures-hit-record-levels.html

http://elitebusinessmagazine.co.uk/sales-marketing/item/what-s-the-sudden-obsession-with-pop-up-stores-and-can-they-save-the-high-street

https://www.forbes.com/sites/gregpetro/2019/08/02/clicks-to-bricks-experiences-and-pop-ups-transforming-doomed-shopping-centers-into-high-traffic-hubs/#350d4f9019e2

Talkin’ about a new generation – the7stars Whitepaper

By | Featured, Lightbox Loves | No Comments

Download our free whitepaper on the youth in the UK

 

Gousto aims to make recipe boxes ‘the UK’s favourite way to eat dinner’

By | Featured, News | No Comments

Gousto aims to make recipe boxes ‘the UK’s favourite way to eat dinner’

 

Recipe box subscription brand has made major investments in technology to help it deliver improved choice and delivery options, brand director says.

 

Gousto, the UK-based recipe box delivery service, is kicking off a £3m brand campaign, two months after securing a £30m cash injection that brand director Anna Greene said is helping the business scale its technology and transform its offer to consumers.

The push, “Give it some Gousto”, is the second ad createed by M&C Saatchi and with media agency the7stars, both of which were appointed last year.

It features a main brand TV spot, which will run for nine weeks from Sunday evening (1 September), supported by direct response TV ads and additional video created for social media, as well as partnerships with three brand ambassadors, Anna Whitehouse (Mother Pukka on social), Simon Hooper (Father of Daughters), and Joe Wicks (The Body Coach), who is also an investor in Gousto.

The campaign was created by Charli Plant and Laura Saraiva, and directed by Favourite Colour Black through Park Village.

Speaking to Campaign, Greene said that while Gousto had grown sales 70% in the last year – overtaking its chief competitor, Hello Fresh, in the process – and was now delivering 2.5 million meals a month, the first priority of the campaign was growing awareness and consideration, with three quarters of UK adults not yet aware of the brand, while “around half of the UK still don’t fully understand what a recipe box is”.

While this situation means there is still work to do to educate consumers on how recipe boxes work, Greene said Gousto’s growth meant that to maximise its potential, it now needed to be able to communicate its promised emotional benefits: cutting out the pain and hassle of shopping and planning meals, and reacquainting people with the joys of cooking.

“This year we really wanted to take it up a notch,” Greene said, describing the thinking behind the campaign. “We wanted to demonstrate how we can improve everything from top to bottom. We’re on a mission to be the UK’s most loved way of eating dinner.”

The creative, which uses visual motifs related to cooking such as chopping with a knife to move between shots, was intended to be visually arresting, but also was “quite a disruptive and destructive device to contrast between old and new,” Greene said.

The booming recipe boxes sector is packed with competitors – along with Berlin-based HelloFresh, which in 2017 topped the Financial Times ranking of Europe’s fastest-growing companies, there are several with a more targeted approach, such as the gluten and dairy-free, low carb Mindful Chef; fresh pasta specialist Pasta Evangelists; and Simply Cook, which leaves out the fresh ingredients but comes in a package that fits through a letterbox.

Gousto lacks a key identifying characteristic of this sort, but stands out because of its superior technology, Greened claimed. This had allowed it to offer 50 recipes to choose from each week, double the number offered by Hello Fresh, to bring prices down, and to offer delivery seven days a week at a wider range of timeslots.

The big challenge for Gousto, and the sector as a whole, is that most people’s usual shopping, cooking and eating habits are very well established, Greene said.

“We recognise it’s a huge behaviour change we’re trying to create here. People are so used to shopping in supermarkets or online, there’s years of entrenched behaviours.” This means Gousto needs to “give them really compelling reasons and motivating them to give it a try – that’s a more powerful way to look at the sector”.

Lightbox Loves: Reuse over Recycle

By | Featured, Lightbox Loves | No Comments

Ever since the Blue Planet finale exposed the impact of plastic waste on the oceans, single
use
plastic has been in the spotlight. In May, the government announced that plastic straws, cotton
buds and stirrers will be banned from next April – a move backed by 82% of Brits (YouGov). Such
support has forced mainstream brands to revaluate what changes they can make.

This week, Unilever announced plans to slash the staggering 700,000 tonnes of new plastic used
across their brands globally. Last month, Burger King vowed to stop giving away promotional
plastic toys. Taking a swipe at their giant rival’s Happy Meals, they also agreed to in store
collections of old plastic tat. They plan to melt this into other useful items, such as trays for their
restaurants. In response, McDonalds announced they will let customers choose between fruit and
books and the original toys.

With so much scrutiny given to the lifespan of disposable items, the next logical step is to remove
single use packaging altogether. In the UK we have seen a huge uptake in reusable on the go
coffee cups and water bottles, and we are now seeing this filter into a reuse first shopping
experience too.

Waitrose, for one, has trialled a refillable store concept –“Unpacked”. There are now four
“Unpacked” stores, all with an area dedicated to food refilling stations. Not only do these remove
the need for packaging, they also help reduce food waste, as shoppers can control portion sizes.
Currently, however, the section includes only one brand – detergent brand Ecover – with the rest of
the zone feeling more like a brand-free greengrocer.

Boots’ new flagship store also hosts a refillable station, this time from socially and environmentally
conscious brand the Beauty Kitchen. Rather than opting for pre packaged shampoo, conditioner
and body wash, shoppers can use Beauty Kitchen’s refillable products.

Whilst mass-market companies are waking up to the importance of recyclable packaging, eco
conscious brands are one step ahead, and on a mission to remove the need to recycle altogether.
Other brands may wish to adopt a similar outlook, or otherwise risk being left behind as consumers
become more knowledgeable about the undesirable environmental effect of unsustainable
production.

https://www.bbc.co.uk/news/business 49738889

https://www.which.co.uk/news/2019/08/waitrose unpacked is packaging free food budget friendly/

https://beautykitchen.co.uk/blogs/news/beauty kitchen refill station boots covent garden